If you’re checking the dutch bros stock price today, you’re seeing a company that’s basically the cool kid in the coffee class right now. As of the market close on January 16, 2026, Dutch Bros (NYSE: BROS) shares finished at $62.15, marking a solid 1.65% climb for the day.
Honestly, the energy around this stock is a bit wild.
While the big "S" word (Starbucks) has been stumbling over turnaround plans, Dutch Bros is out here picking up speed like a rebel on a custom bike. They aren't just selling coffee. They’re selling a lifestyle that Gen Z is eating up—or rather, drinking up.
What happened with the Dutch Bros stock price today?
The jump we saw today didn't just happen in a vacuum. It’s part of a broader momentum that’s been building ever since CEO Christine Barone—who was just named "Restaurant Leader of the Year" for 2026—took the reins. Investors seem to be reacting to two major things: a recent acquisition and a very bullish outlook for the rest of the year.
Specifically, Dutch Bros just gobbled up Clutch Coffee Bar, a 20-unit chain in the Carolinas.
People are calling it their first-ever acquisition. It’s a bold move. They plan to flip those 20 locations into Dutch Bros shops almost immediately. That’s a fast-track way to dominate the East Coast, and the market generally loves it when a growth story actually gets faster.
The numbers behind the buzz
Let’s talk stats for a second because the Dutch Bros stock price today is being fueled by some pretty hefty financials.
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- Market Cap: Right around $10.75 billion.
- 52-Week Range: A low of $47.16 to a high of $86.88.
- Next Earnings Date: Keep your eyes peeled for February 11, 2026.
The P/E ratio is... well, it’s high. We’re looking at over 120. In plain English? People are paying a massive premium because they expect this company to grow like crazy. If they miss a single quarterly target, that stock price could drop faster than a spilled latte. But for now, analysts like Eric Gonzalez at KeyCorp are keeping an "Overweight" rating, basically saying the growth justifies the price tag.
Why Dutch Bros stock price today matters for the long haul
You've probably noticed that Dutch Bros is everywhere now. They recently hit the 1,000-shop milestone, but Barone isn't stopping there. The plan is to hit 2,029 stores by 2029.
It’s an ambitious "2029 by 2029" goal.
One of the biggest reasons for the optimism in the dutch bros stock price today is the rollout of their food program. Historically, Dutch Bros was strictly about the drinks—the Rebels, the Freezes, the Annihilators. By the end of 2026, they want a full food menu in every single shop.
Why does that matter? Because right now, their morning business is actually their weakest time.
If they can convince people to grab a breakfast sandwich along with their morning caffeine hit, the Average Unit Volume (AUV) could skyrocket.
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The analyst tug-of-war
Not everyone is a cheerleader.
Some bears point out that expanding into the East Coast and the South is harder than it looks. They worry that "Dutch Luv" might not translate as well in Charlotte as it does in Grants Pass, Oregon. Plus, there's the tariff situation. Coffee beans aren't getting cheaper, and if trade policies shift, those margins could get squeezed.
But look at the consensus. Out of 59 analysts tracked recently, a whopping 49 have a "Buy" rating. Only 10 are sitting on the fence with a "Hold," and zero—literally zero—are telling people to sell. The median price target is sitting around $68.85, but some bulls are shooting for the moon with a $100 target.
Is BROS still a "Buy" at sixty bucks?
It’s a fair question.
If you bought in back in late 2025 when it was hovering near fifty, you’re feeling pretty good. At $62.15, you’re buying at a premium. But the company is showing it can handle pressure. In California, they survived the $20-an-hour minimum wage hike for fast-food workers without their margins falling off a cliff.
They’re also finally leaning into tech.
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Their mobile order and pay system is finally fully live, which was a huge missing piece of the puzzle compared to their competitors. That’s helping them churn through drive-thru lines faster than ever. If you've ever been stuck behind fifteen cars at a Dutch Bros on a Saturday morning, you know how much they needed that.
Practical takeaways for investors
If you’re watching the dutch bros stock price today and wondering what to do next, here’s the deal:
- Watch the February 11 earnings. This will be the first real look at how the holiday season went and how the Clutch Coffee integration is starting.
- Monitor the food rollout. If same-store sales jump in the first half of 2026, it’s likely because people are actually buying the snacks.
- Keep an eye on the store count. They need to open roughly 175 shops this year to stay on track for their 2029 goal.
The stock is volatile—it’s got a beta of 2.56, which means it moves way more than the general market. If the S&P 500 sneeze, BROS catches a cold. But if you’re looking for a pure-play growth story in the beverage space, this is basically the only one that’s firing on all cylinders right now.
Check the charts, watch the morning daypart sales, and maybe go grab a Golden Eagle to see the "bro-istas" in action. The culture is what drives the brand, and right now, that culture is worth billions.
Actionable Next Steps
To stay ahead of the curve on BROS, set a price alert for the $65 resistance level. If it breaks that with high volume, we could be looking at a run toward the $70s before the Q4 earnings call. Also, keep tabs on any news regarding coffee bean tariffs, as this is the primary "hidden" risk that could dent their 2026 margin targets.